Personal pronouns are very important in advertisements as they connect with the reader making the text read as it was talking directly to him/her. ‘Careful it doesn’t go to your head’ this quotation shows this as it give the impression that text is connecting directly to the reader. Also personal pronouns personify the company ‘… and more enjoyable to drive than any polo we’ve ever built.’ this quotation reinforces the last point as we’ve is referring to the company. There are many personal pronouns in this advert.
Contractions are used by the car manufacturers the help the flow of the text an example of this is ‘step inside and you’re cocooned…’ this quotation shows how it reads with a flow. ‘And inside you’ll find the equipment’ as this contraction shows the shorter version of the two words, you and will, allows for a better read.
This advert uses a lot of minor sentences ‘Listen’ this minor sentence is short and clear making the text an easier read, not only that the word listen is an imperative. ‘Start by looking at the dashboard’ is another minor sentence which is an imperative, the sentence gives the impression that the car has a lot to show. ‘It’s tough’ this short sentence is clear simple and links back to the overall theme of the advert.
The advert has two examples of slang, ‘Sink back in the plush seats’ and ‘New Polo hasn’t lost any of its nippiness’ both of which gives an impression that the advert is informal and connects with the reader.
The advert shows off many of the cars feaures and uses them as incentives.
Incentives are bonuses, as they will heighten the buyers’ opinion of the car.
One such example of this is ‘Cool sounds come form the high quality stereo system …’ this quotation shows that the car has good quality accessories. ‘…air-conditioning also switches to recycle when you’re reversing ,to prevent exhaust fumes from entering the car’ this quotation is very impressive as it show that the car has good technological capabilities ‘An all steel body and superbly built chassis give the New polo more rigidity than any other car in its class’ this quotation shows how well-built the car and gives the impression that it is tough, this links back to the overall theme of the advertisement .
Informal language is not only the usage of slang but also language which is written like speech is said. ‘And in the event of a front –on collision…’ in this quotation the usage of ‘And’ as the first word of a sentence is incorrect but it is used anyway as informal language creates the sensation that the advert is making a direct address to oneself. ‘But remember. Just because you’ve got it, doesn’t mean you have to flaunt it.’ This quotation uses two sentences; the first one uses an imperative verb as well as this the two sentences imply that you have already bought the car.
This advertisement uses lots of technical jargon, the purpose of this is to not only explain the details of the car it is also to impress the reader. ‘we’ll be adding a direct injection FSI producing 85bhp,and a revolutionary three cylinder 55bhp unit’ the last quotation is an example of how they are trying to impress the readers with technical vocabulary.
An imperative is a phrase or sentence which commands oneself to do something .It is an effective way of persuasion ‘Start by looking at the dashboard. ’ This quotation is an example of a direct command. ‘Listen.’ the last quotation is not only an Imperative word but also a minor sentence.
This advert uses a lot of structural devices. The text is set out in small paragraphs with a heading, at ‘Arial’-size16, there are five Heading all of which are accompanied by an image or text. The text includes a variation of both large and minor sentences.
The advert uses a lot presentational devices such as ‘Arial’ font at size 12; also there is bigger spacing in-between the word on a line. The font is round but clear making the read more enjoyable. Their are two pictures with diverse colours and an image of the car the third image is a tattoo with the phrase ‘I AM INVINCEIBLE’ on it, these images are interesting, as well as this all images have the same theme. The theme is the car is tough and sturdy, this theme enhances the idea that the car is well built.
